MarTech Interview with Arnaud Kraaijvanger, Intelepeer

Arnaud Kraaijvanger, Marketing Director of Intelepeer chats about the state of martech and what will dominate the market in 2025 in this catch up MarTech Series:

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Hi Arnaude, welcome to this series of interviews with Martech. Tell us about your technology marketing journey.

It’s been an incredible journey watching martech grow from 150 tools in 2011 to over 14,000 today. When I started, martech primarily helped automate large-scale tasks like email campaigns. Today it is a strategic cornerstone of how companies go to market. From identifying ideal customer profiles (ICPs) using predictive analytics and intent signals to advanced scoring, managing integrated ABM orchestration, to continuous optimization through analytics, martech has transformed marketing into a data-driven discipline.

What are you most looking forward to as the new CMO of IntelePeer?

I am excited to work with a talented, passionate team to accelerate IntelePeer’s rapid growth. The AI ​​conversational space is exploding and our goal is to differentiate our products while being smarter, faster and more creative in our approach to market. Achieving this goal means close teamwork, leveraging deep mart expertise, taking calculated risks and, of course, having fun. With a great team, anything is possible.

How would you define and highlight the changing role of the CMO today?

The core of the CMO role remains: defining the go-to-market strategy, differentiating the offering and effectively executing programs. What has changed is the need for CMOs to master martech and analytics. It’s not just about knowing the tools, it’s about fostering a data-driven culture throughout the organization. All too often, marketing teams jump from one activity to another without the analysis necessary for continuous improvement. The modern CMO must incorporate analytics into every aspect of marketing to unlock exponential growth.

What martech tools have you relied on and how do you use AI-based tools to achieve goals?

Snowflake, Tableau, and 6Sense are some of the common tools I’ve relied on. However, their real strength lies in the hands of an experienced team. The value comes from people who can gain insights—build advanced scoring models, analyze close flows, identify trends, and address bottlenecks.

Artificial intelligence adds a new dimension, allowing marketers to scale their creativity and precision. Whether it’s content creation or campaign orchestration, AI in the right hands amplifies impact and can deliver huge returns.

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Some thoughts on the state of March in 2025 and beyond?

We are still in the early stages of using artificial intelligence in marketing. I’m excited about the possibilities. It’s the pace of change that makes them both challenging and fun. One example of the potential: A former colleague recently texted me about a Python + Gemini AI app he built to scrape websites, analyze SEO content against competitors, and provide keyword-based recommendations in bulk. It’s incredible to see how far we’ve come – and how far we can go. We’re just scratching the surface of what’s possible.

Five daily habits a marketer should always follow to stay on top?

• Learn something new every day. Stay curious and open to new insights to keep up with the rapidly evolving marketing landscape.
• Embrace the change. What works today may not work tomorrow – whether it’s a mart or a campaign. Adaptability is key.
• Own your failures. Campaigns don’t always go according to plan. Don’t dwell on failures – learn from them, turn around quickly and move forward.
• Make every conversation count. Whether you’re setting expectations, managing accountability, or building connections, clear communication shapes the team culture you want to create.
• Get enough sleep. Rest is essential for maintaining focus, clear thinking and better decisions.

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